6 STEPS TO A SUCCESSFUL DATA DRIVEN DIGITAL MARKETING CAMPAIGN

Transcription

1 6 STEPS TO A SUCCESSFUL DATA DRIVEN DIGITAL MARKETING CAMPAIGN

2 Market research has proven the powerful benefits of data driven, personalized and relevant marketing campaigns verses traditional spray and pray marketing tactics. Thanks to new technologies and processes, companies of almost any size can now enjoy the power of data driven communications. Maybe you haven t taken full advantage of it yet, or have made attempts and were disappointed with the results. Whatever your scenario, it s time for a more effective marketing plan that pays off and it begins with the following conversation:

3 The most creative, transformative direct marketing solutions available today are fully automated, personalized data driven campaigns that go a huge step further because of powerful tools like variable data printing (VDP). VDP allows marketers to create unique and different messages for each and every customer in a campaign. It is easy to imagine the positive impact on response rates possible for your targeted acquisition and loyalty programs. Additionally, the use of a slightly customizable tracking, reporting and measurement system can provide valuable insight into campaign ROI. So once you re up and running, you can analyze results and apply more precise insight to any new or follow-on campaign. If you haven t been collecting any information/data to this point, you can still get started quickly by acquiring high quality lists to catch you up.

4 STEP 1: COMMIT TO A COMPREHENSIVE MARKETING APPROACH By integrating the following crucial phases, based on the characteristics and behaviors of your existing customers, a marketing platform that s tailored to support your needs. There is experimentation and testing already built into the process. No need to cut your teeth on an unproven platform. PHASE 1 PHASE 2 PHASE 3 PHASE 4 DISCOVERY AND INSIGHTS DESIGN AND DEVELOPMENT TEST AND LAUNCH MEASURE AND OPTIMIZE An initial review allows you to understand and identify customer attributes, preferences, plus key performance indicators. (KPI s). Through insights gathered, the platform foundation is engineered to maximize customer engagement and value. User acceptance testing and knowledge transfer finalized so the marketing platform can become fully operational. Post launch KPI s carefully monitored. Insights used to continually evolve and optimize the marketing platform.

5 STEP 2: DESIGN AND UTILIZE A REFINED & STREAMLINED PROCESS Plan For Precision: Create a contact plan with specific targeted mail drop dates. Include an enrollment model (prospect universe only) and final list, allowing you to execute required suppressions prior to production. Apply predetermined campaign selection criteria to the data set(s) and form the list selection. Use the list to execute the final suppressions (DAP, DNC, etc.) one week prior to the production date. Finalized lists should be returned two days prior to the production date. Perfect Timing: To maintain schedule, within 10 days of collecting your existing customer database, build a model and have a preliminary list. Final list output should be completed over a two-week period. Immediately thereafter, lock in the point counts.

6 STEP 3: UTILIZE A STRUCTURED ACQUISITION MODEL The acquisition model is used to score prospects in the prospect database through a logistic scoring algorithm. Identify current customer lookalikes and pinpoint those who have the greatest potential for becoming new customers. Core attributes, plus demographic, behavioral, lifestyle & expenditure elements, combined with any mail response history available, should be layered into a list universe for statistical proofing and segmentation.

7 STEP 4: ENSURE HIGHLY EFFICIENT DATA MANAGEMENT PROCESS Centralize and consolidate all customer profiles with historical and transactional data into one flexible repository for real-time and ondemand metrics and insights. Prepare for: Database Construction and Maintenance Data Cleansing (Appends, NCOA, etc.) Compliance Management and Quality Scrubs (Preference, Privacy/DNC, Offer History/Suppression, etc.) Reporting/Dashboard Construction Process Automation

8 STEP 5: OPTIMIZE THE AUTOMATION PROCESS The process requires an automated hands-off type customer communications platform. This platform should likely combine all predictive modeling, customer, behavioral and geo-spatial data along with the real time rules to drive the dynamically targeted content and creative.

9 STEP 6: MEASURE, REFINE & RETARGET To help ensure the campaign s success, use a reporting system robust enough to include an executive summary of key findings. Review the reporting business days after the campaign wave period. The summary should supply the business with at least these stats: Frequency of visits analysis for campaign responders Household acquisition rates by offers, lists and formats or creative tests Number of unique mailings, total mailings and acquisition rate by property Household acquisition rates and direct mail lift by property for each drop Number of responders by campaign week for each mail drop

10 Now you re ready. Contact us for a FREE 30 minute campaign review and strategy session. FCL Graphics, Incorporated 4600 North Olcott Avenue Harwood Heights, IL Follow our social profiles where we place only our best tips and content. Local: (708) Toll Free: (800) Learn More